1. Make sure your product truly is sustainable

For me, the definition of a sustainable product is one that stays in business for the long term by solving more problems than it creates ... Does it make people healthier or more connected to others? Does it help tackle key problems like waste, habitat destruction or climate change while also solving the real needs the customer has? - Daianna Karaian, senior strategist at Futerra and creator of Sexy or Susty?

John Grant, author and former co-founder of ad agency St Luke's added:

My definition would be a dynamic one ... In some cases that could mean a revolutionary new product that is restorative. In others it could be a significant step in the right direction, even if it is more a case of being a transitional (rather than ideal solution).

2. Make sure sustainabilty is 'baked in'

The panel agreed that the brands whose products are the most successful, have integrated sustainability into their products and according to Luc Benyon, creative and content manager at non-profit D&AD "don't need to shout about it". Amy du Pon, global head of data insights at Havas Media Group agreed that "a company's sustainability efforts should be built into their core DNA." Authenticity comes across to consumers while greenwashing is tolerated far less.

3. Don't use the 'S' word as the lead marketing message

Fiona Bennie, head of sustainability at Dragon Rouge, writes:

Sustainability, in itself, is not a benefit so it needs to be communicated in addition to the traditional marketing cues that mainstream buyers respond to. It often doesn't work if it is the lead message.

Green won't sell, if that's all you're offering. Consumers' core expectations need to be met first, like price point, convenience, durability and efficacy. When people can continue their lifestyle and make positive environmental and social impacts with their purchasing decisions, through green credentials that are beautifully woven into a brand story, that is success.

4. Sustainability credentials have an indirect effect on purchasing decisions

Although core functionality reigns, people do consider green credentials when buying products. Havas Media Group's Meaningful Brands framework revealed the strength of consumer's priorities. "Delivering on the core product (including functionality and fair price) is essential, followed by personal wellbeing (including style), and then collective [wellbeing]". According to the framework, 71% of people globally expect companies to be involved in social or environmental issues.

5. Tell a story and make it beautiful (and sexy)

When sustainability messages are interwoven into the fibre of the brand purpose and story, credibility shines through and customers respond. Interestingly, the beautiful brand stories of certain cleaning products, like Method, Replenish and Splosh, were highlighted. "Most people who buy Method products," said Bennie, "don't give two hoots about the environment, or the health benefits of non-toxic products, they just love how gorgeous the products look in their bathroom ... but that's brilliant – sustainable innovation should really be a by-product of good design and great brands." Nest, the 'learning' thermostat which has just hit the market is another example. If cleaning products and thermostats can be sexy, anything can.

6. Use negative statistics sparingly

Focus on the positive but throw in a negative every once and a while for shock factor, (if it suits your brand story). Meaningful Brands have found that incorporating startling messaging is sometimes effective. For example, says du Pon, statements like, "people would not care if 73% of brands disappeared tomorrow" and "only 20% of brands are making a notable contribution to our quality of life" create panic in the boardroom. But Grant says the context has to be right - negative campaigns only tend to work on consumers if there is a direct benefit from changing their behaviour, like wearing a seatbelt or quitting smoking.

7. Use social media to tell your brand story

Coming back to the idea of story-telling, social media can be an excellent platform for gathering fellow enthusiasts and snowballing your influence. It helps to link customer and cause, and enables co-creation and dialogue. But don't rely on it. If your continuous tweeting doesn't come from a place of authenticity, you'll lose see credibility.

8. Don't educate

A golden rule from Bennie:

Don't, whatever you do, 'educate' your customer. Tell stories, inform them, delight them and inspire them but steer clear of education, that's what schools are for!

9. Use eco-labels but don't rely on them

Eco-labels, like Fairtrade or Rainforest Alliance Certified for example, have played an important role in ensuring ongoing credibility and accountability, but don't be afraid to tell your story in your own way. Accreditations can give you a strong sustainability platform but don't count on them to communicate your commitments. Bennie explains:

There will likely always be a role for governance and ensuring ongoing credibility, but that could be a level down from product labelling as consumers start to choose brands they trust, not labels...

10. Pay attention to other successful brands and carve your own niche

The time is ripe for brands to ride the innovation wave and Karaian is excited about game-changers who are doing it right and inspiring others to follow suit. "It takes time and effort to change perceptions, but brands like Innocent, Muji, Tesla, Method - the list goes on, are all doing it."

The trick is to listen to the market, look at other challenger brands and carve out your own unique niche.

The circular economy hub is funded by Philips. All content is editorially independent except for pieces labelled advertisement feature. Find out more here.

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